JavaScript is disabled for your browser. Some features of this site may not work without it.
  • About K
  • Academics
  • Admission
  • Alumni Relations
  • Giving to K
  • News & Events
  • Student Life
  • HORNET HIVE
  • ATHLETICS
  • SITEMAP
  • WEBMAIL
    • Login
    View Item 
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Anthropology and Sociology
    • Hightower Symposium Posters
    • View Item
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Anthropology and Sociology
    • Hightower Symposium Posters
    • View Item

    The Social Deconstruction of a Paradox: Using Social Theory to Succeed within a Niche Market.

    Thumbnail
    View/Open
    searchable PDF (81.49Kb)
    Date
    2002
    Author
    Letzmann, Andrea
    Metadata
    Show full item record
    Abstract
    When a new business tries to introduce a combination of ideas that seem conflicting, deconstructing the social meaning of those concepts is necessary to the ultimate goal of creating a more full public understanding. Innovative businesses might need to destroy the social meaning of some of their components in order to be defined in new and more cooperative terms. Business, until now, has continued on with its innovations without the supplement of theoretical explanations of social acceptance. Working businesses often ascribe success and failure to random factors, unaware of the social processes at work. It seems logical to apply social theory to business concepts in order to enrich marketing plans with consideration for the patterns of society. I will apply these theories to a business, Ope’s healthy fast food, for the purpose of providing an example for the enhancement of a marketing perspective. Ope’s is a new restaurant that is pioneering the blend of traditional notions of fast food, with health food and vegetarian practice. There is a dilemma in presenting this idea to the public. The phrase “fast food” combined with either the word healthy, or vegetarian, is a paradox in the minds of modern Americans. All of those terms in one concept is almost paralyzing to consumers. In order for the public to accept the establishment, the paradox would need to be logically reconciled. Social theorists Peter Berger and Thomas Luckmann introduce reality as an objective construction of human knowledge. Reality is a social construction with parts that must be maintained by the collective society. The responsibility of maintaining social reality is broken down into roles by which people are identified. Role identities, even stereotypes are important to the project because these social expectations and definitions are powerful limiting factors when introducing a new concept to the public. Role identities tie in the sociological notion of systems of meaning, psychological theory of cognitive typification and business practices of niche marketing. People have certain associations with different kinds of people, political practices, or types of environments and do not necessarily possess the capacity to overlap those categories. This mentality is unforgiving, though widespread, and if not approached in the correct manner, could be the destruction of an innovation.
    URI
    http://hdl.handle.net/10920/4323
    Collections
    • Hightower Symposium Posters [202]

    Related items

    Showing items related by title, author, creator and subject.

    • Thumbnail

      The Social Deconstruction of a Paradox: Using Social Theory to Succeed within a Niche Market 

      Letzmann, Andrea (Kalamazoo, Mich. : Kalamazoo College., 2001)
      This exploration into the motivations of consumers through the context of social theory was inspired by Dr. Stauffer's interest in the seemingly restrictive appeal of a healthy, vegetarian fast food restaurant. Without ...
    • Thumbnail

      "Going Social" How to Positively Influence the College Choice Decision of Best-Fit Admitted High School Seniors : A Social Media Marketing Plan for Kalamazoo College Office of Admission 

      Curtiss, Suzanne (2013)
      Due to increased competition among higher education institutions for best-fit students, college admission offices are turning to social media to differentiate their respective institutions' competitive offerings. Based on ...
    • Thumbnail

      Step-at-a-Time Socialism: A Study of Socialism inMilwaukee 1893 to 1910 

      Chipley, Louise (1977)
      This study of Milwaukee socialism will cover the period from 1893, the year that.Austrian immigrant Victor Berger, the chief organizer, propagandist, and theorist of Milwaukee's brand of socialism became editor of Vorweearts, ...

    Browse

    All of CACHECommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    DSpace software copyright © 2002-2023  DuraSpace
    DSpace Express is a service operated by 
    Atmire NV
    Logo

    Kalamazoo College
    1200 Academy Street
    Kalamazoo Michigan 49006-3295
    USA
    Info 269-337-7000
    Admission 1-800-253-3602

    About K
    Academics
    Admission
    Alumni Relations
    Giving to K
    News & Events
    Student Life
    Sitemap
    Map & Directions
    Contacts
    Directories
    Nondiscrimination Policy
    Consumer Information
    Official disclaimer
    Search this site


    Academic Calendars
    Apply
    Bookstore
    Crisis Response
    Employment
    Library
    Registrar
    DSpace Express is a service operated by 
    Atmire NV